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SAN FRANCISCO (CBS SF) – Turnout at the 2014 San Francisco Pride Parade set records for the number of spectators and floats, but perhaps even more significant is the overwhelming support the event now receives from businesses, including some of Silicon Valley’s most high-profile firms.

“It’s a dog whistle to their consumer base that these tech firms are cool, with it, and progressive,” Fred Sainz, vice president of communications and marketing at the Human Rights Campaign told Reuters.